Jim Stengel, former Global CMO of Procter & Gamble, emphasizes that in today’s disruptive and unpredictable environment, building trust through a hyperfocus on customer experience is crucial for brand success. In this article, he highlights how brands thrive by understanding and quickly adapting to evolving customer needs, as demonstrated by Chili’s, which reframed its value proposition to compete with fast food, resulting in significant business growth. Stengel underscores the importance of creating value, citing his experience with Pampers in developing markets where reframing the product's benefits led to explosive growth. He stresses the necessity of integrating brand and performance marketing teams to ensure alignment and synergy, as seen in successful brands like Duolingo.  

Stengel also advocates for external collaborations, noting companies that embrace partnerships are three times more likely to outperform competitors. Looking ahead, he predicts AI will revolutionize marketing strategies, workforce dynamics and global branding, urging organizations to align their strategies with emerging technologies. He also points to generational shifts, particularly the rise of Gen Z and Gen Alpha, as critical factors shaping future consumer expectations, with inclusivity and neurodiversity playing pivotal roles. Lastly, Stengel advises businesses to remain agile and culturally relevant, leveraging tools like sports and other cultural touchpoints to maintain visibility and engagement. His insights underscore that trust, adaptability and innovation are the cornerstones of enduring brand success in an era of rapid change.